The Attest brand index is a platform agnostic measure of a brand’s total brand equity in the luxury sector, as determined by real consumers.
What do we mean by ‘platform agnostic’? We mean the results are not influenced by any particular method of obtaining them, such as looking only at social media mentions, or brand search terms. This reduces bias and provides a much more accurate view of a brand’s strength in any given category.
To determine the luxury brand index, we look at three things.
Percentage of unprompted brand recall within a named category e.g. ‘alcohol’ ‘snacks’ or ‘entertainment’
How likely a person is to purchase your particular brand (purchase intent)
How likely a person is to recommend your brand (Net Promoter Score)
Our data is gathered every quarter from an online survey sent to a nationally representative panel of 1,000 UK consumers aged 18-65.
Top 21 luxury brand leaders by unprompted brand recall, ranked by total brand equity
Marks & Spencer
188 different brands were named, up from 153 in Q1 2018.
A brand had to have 1% of unprompted brand recall to be in the top 21 brands, and 1.3% to be in the top 10.
In the top brands mapped in the luxury brand index, the average brand strength score is down to 58 from 66. Lindt has the strongest at 155, while Harrods has the weakest at -22.
Looking at the top brands again, the average total brand equity score is way down, at 96 from 144 last quarter. This time Gucci tops the table, and steals the crown from Louis Vuitton, with a score of 290 thanks to its strong unprompted brand recall.
The overall luxury industry Net Promoter Score has also dropped this quarter, down to 17.4% from 26.4%. Amongst the top 21 brands the average is a slightly higher 19.11%.
Here is how people described the Luxury brands that came top of mind during unprompted brand recall:
The full report
The report includes:
The UK’s leading luxury brands for awareness, purchase intent and Net Promoter Score
Overall brand strength and total brand equity index
Industry averages and market dynamics
Key takeaways for the UK luxury industry
This report is based on a nationally representative survey of 1000 people in the UK (aged 18+), surveyed between 26th March 2018 – 27th March 2018.
Our in-house marketing team is always scouring the market for the next big thing. This piece has been lovingly crafted by one of our team members.
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